Someone feels the pain
A specific person is losing time, money or opportunities.
- Identify the user, their task and the situation where the problem occurs.
- Show how they handle it today and what is unsatisfactory.
- Distinguish the user from the buyer: the person using the product may not pay for it.
What happened the last time the customer faced this problem?
“Interesting idea” does not establish demand. A real incident, access to examples and willingness to test reveal more. There is no fixed interview quota.
